An empirical investigation of the Turkish consumers’ acceptance of Internet banking services

Abstract

An exploratory study of consumer acceptance of Internet banking (IB) services is conducted in a Turkish bank. Examines both consumer‐related factors that may affect the adoption of an innovation or a product (such as complexity, perceived risk, and relative advantage) as well as organizational factors such as marketing effort. The results suggest that IB not only reduces operational cost to the bank, but also leads to higher levels of customer satisfaction and retention. Accordingly, it is argued that IB is strategically important to the banking sector in an emerging economy, such as in Turkey.